BFBS names Director of AI Culture and Gaming

In this newly created role, Waters will continue overseeing the growth of BFBS Esports as a core part of BFBS’s welfare and audience engagement offer, helping the organisation reach and connect with younger serving personnel.

Alongside this, he will further develop BFBS’s AI culture function into everyday working practices, supporting teams to build the skills and confidence needed to use new technologies effectively and securely.

The executive will also reshape the charitable arm of the BFBS Academy, bringing together AI and gaming to support veterans and serving personnel in developing the skills needed to access fast-growing sectors across technology and media.

Waters will step away from the day-to-day leadership of BFBS Creative after co-founding and leading the commercial agency, where he oversaw growth in creative capability and supported UK Defence and partners through strategic storytelling and audience connection.

Adam Waters, BFBS Director of AI Culture and Gaming, said: “Gaming and esports continue to be one of the most effective ways we connect with younger serving personnel and support wellbeing. Alongside that, as AI continues to evolve across BFBS, my focus will be to help teams use it in a practical and productive way.”

Ben Chapman, CEO of BFBS, added: “This is a significant step and deliberate investment in how we are shaping BFBS and increasing its relevance for our current and future armed forces, with a particular focus through gaming, while also developing our use of artificial intelligence across the organisation, ensuring BFBS remains a trusted and effective media service.”

IBC365 recently broke the news about the creation of this role in an interview with Ben Chapman, CEO of BFBS. In the interview, Chapman also divulged how the organisation is revamping its media services to the world’s most remote locations. Discover more here.